Social Media Specialist

Job Overview:

The Social Media Executive is the strategic owner of the digital presence for Makani Real Estate and its subsidiaries. This role is responsible for developing and executing a comprehensive digital content and engagement strategy across multiple platforms to drive brand visibility, customer engagement, and commercial success. It is a hands-on, strategic position requiring expertise in social media management, content creation, data analytics, community building, agency management, and the application of AI tools to enhance marketing efficiency and effectiveness. A strong understanding of the real estate and retail property industry is essential for success in this role.

Key Responsibilities:

1. Social Media Strategy & Management:

• Develop and implement the overarching social media strategy aligned with business objectives (brand awareness, lead generation, tenant support).
• Manage and grow our portfolio of approximately 20 active social media profiles across Instagram, Facebook, TikTok, LinkedIn, YouTube, and Snapchat.
• Conduct ongoing competitive analysis and monitor social media trends within the retail sector to identify new opportunities.
• Develop, maintain, and publish detailed monthly content calendars for each property and campaign.
• Continuously monitor analytics and platform insights to optimize performance and report on ROI.
• Utilize AI-powered social listening and analytics tools to gain deeper insights into audience sentiment, industry trends, and competitor strategies.

2. Content Creation & Curation:

• Lead the end-to-end creation of high-quality, engaging content in-house.
• Leverage AI tools to assist with content ideation, copywriting variations, and initial draft creation for efficiency, while ensuring all final output is authentic and on-brand.
• Script, shoot, and edit short-form video content (Reels, TikTok videos, Stories).
• Design static and animated graphic posts.
• Plan & execute on-site photography & videgraphy sessions for properties, events, and tenant highlights.
• Collaborate directly with tenants, vendors, and internal teams to source content.
• Serve as the guardian of brand consistency, ensuring all content adheres to Makani's visual identity.

3. Campaign Planning & Execution:

• Lead the strategy, planning, and execution of 360° promotional campaigns from concept to analysis.
• Identify, negotiate with, and manage relationships with influencers and brand ambassadors.
• Track campaign performance against KPIs, conduct post-campaign analysis, and provide actionable insights.
• Apply knowledge of industry-specific campaign types (e.g., lease-up campaigns for new properties, holiday footfall drivers for retail malls, community-building events).

4. Community Engagement & Customer Interaction:

• Act as the primary voice of the brand, professionally and promptly responding to all messages, comments, and inquiries.
• Proactively foster a sense of community by building relationships with followers, tenants, and customers.
• Use AI-driven community management platforms to streamline response workflows and identify urgent or high-priority interactions.

5. Agency & Vendor Management:

• Full RFP Process Management: Lead the entire process for sourcing social media and marketing agencies.
• Performance Management: Act as the primary day-to-day contact for external agencies.
• Scope & Deliverable Oversight: Clearly define project scopes, KPIs, and deliverables.
• Budget Coordination: Manage the budget for agency services and future activities.

6. Analytics, Reporting & Performance Optimization:

• Monitor, analyze, and report on key metrics across all channels (organic social, paid ads, website traffic) using native platform insights and analytics tools (e.g., Meta Business Suite, Google Analytics).
• Deliver comprehensive monthly performance reports that translate data into actionable insights, covering reach, engagement, conversion rates, ROI, tenant support impact, and recommendations for optimization.
• Conduct detailed ads analysis to refine targeting, creative, and bidding strategies, maximizing the return on ad spend (ROAS).
• Continuously test and optimize content and advertising strategies based on data-driven findings.

7. Website Management & Development:

• Support the Marketing team in the ongoing development and user experience (UX) optimization of Makani’s websites.
• Manage and regularly update all website content.
• Ensure all web content is SEO-optimized, accurate, and fully bilingual (Arabic & English).
• Understand and cater content to the key audience segments in real estate retail: tenants, shoppers, and potential commercial lessees.

8. Collaboration & Coordination:

• Work integrally with the marketing, communications, and leasing teams.
• Coordinate end-to-end logistics for creative productions.
• Lead the translation and adaptation of all marketing materials.

9. Community Program Management:

• Manage the "Ladies Club" program, taking full responsibility for event planning, securing sponsorships, and participant coordination and any new programs by the department.
• Brainstorm and propose innovative campaign ideas and community initiatives.

Required Experience & Qualifications:

• Bachelor’s degree in Marketing, Communications, or a related field.
• 3-5 years of proven experience as a Social Media Manager or similar role, with a strong preference for experience in the real estate, retail property, or hospitality industries.
• Demonstrable experience managing a large portfolio of social media accounts
• Hands-on experience in content creation (video, photography, graphic design).
• Proven experience in managing marketing agencies and vendors.
• Working knowledge of AI tools relevant to social media marketing (e.g., for analytics, content ideation, copywriting, or image generation).
• Full professional proficiency in both Arabic and English.
• Portfolio of work or links to managed social media accounts is preferred.

Skills & Tools:

• Platforms: Expert knowledge of Instagram, TikTok, Facebook, LinkedIn, YouTube, and Snapchat.
• Content Creation: Advanced skills in creating Reels/Short-Form Video, Photography, Video Editing, and Graphic Design.
• Tools: Proficiency in Canva, Adobe Premiere Pro, Photoshop, CapCut Meta Business Suite, and social media analytics platforms.
• AI & Industry Knowledge:
• Familiarity with AI marketing tools (e.g., ChatGPT, Jasper, Midjourney, or equivalent social listening AI).
• Understanding of the real estate and retail property market in the region, including key audience drivers and tenant relations.

Personal Attributes:

• Highly organized and meticulous, with the ability to manage multiple projects simultaneously.
• Creatively driven with a sharp eye for visual trends.
• Exceptional communicator and collaborative team player.
• Strategic thinker with strong analytical skills.
• Proactive problem-solver who thrives in a fast-paced environment.